Jack Daniel’s on the road again with The Hive

Toronto agency The Hive is kicking off the second year of its “Live at the Landmark” concert series for Jack Daniel’s, pairing whisky and music at iconic American landmarks in five major cities, The first concert will be held Friday night in New Orleans at the historic Old U.S. Mint building benefiting The Louisiana Museum […]

Toronto agency The Hive is kicking off the second year of its “Live at the Landmark” concert series for Jack Daniel’s, pairing whisky and music at iconic American landmarks in five major cities,

The first concert will be held Friday night in New Orleans at the historic Old U.S. Mint building benefiting The Louisiana Museum Foundation.

From there, the event tour routes through Chicago, San Francisco and New York City before the finale at the Jack Daniel distillery in Lynchburg, Tennessee next month. Proceeds from each show go towards supporting local charities.

Creative was conceived and executed by Toronto-based agency The Hive, the promotional and experiential agency of record for the brand for the last 15 years.

Related
The Hive does it Frank’s way for Jack Daniel’s

According to Trent Fulton, vice-president and managing director at the agency, the connection between Jack Daniel’s and music came about naturally due to the brand’s history with artists like Frank Sinatra and the Rolling Stones.

“Music and Jack are so intertwined. It’s one of those brands that’s been linked with that rock and roll mentality for years,” Fulton said. “On one hand, the brand stands for blue-collar, handcrafted hard work, but it also stands for Keith Richards, rock and roll, and spontaneity, and that’s the side we bring to life. It’s one of those rare brands that can have that tension between two sides Our opportunity was to scale that up and create a program to capture that under an umbrella that works in every market.”

The Hive is promoting “Live at the Landmark” through a dedicated website and on Twitter, Facebook, and Instagram.

The agency is also reaching out to U.S. media outlets and music bloggers to get the word out, and has 30 brand ambassadors in the U.S. tasked with frequenting local bars, and giving people the chance to win tickets to the shows.

Last year, “Live at the Landmark” events were held at the Playboy mansion, Grand Central Station and the USS Midway, and all shows were completely sold-out, Fulton said.

Brands Articles

Pressboard ranks the best of brand content partnerships

10 publisher/brand collaborations worth studying

Porsche sells Canada its Macan by celebrating bicycles

Online short films focus on those who represent Porsche brand attributes

Uber’s marketing must mature to live up to $18 billion

The tech bubble taught us to watch out for marketing this dorky

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign